The announcement was buried in the mention of a promotion in which it will offer 60-cent short stacks on July 17 to celebrate its 60th birthday.

After some speculation and internet sleuthing, it was discovered that the "b" stood for burgers, and was a marketing ploy to advertise a new line of all-beef burgers the company was launching.

"We had to make a bold move to get people to be willing to talk about us for something other than breakfast food", Rebelez said in early June. And as it turns out they're not even changing their name after all. Afterward, that figure increased to 30%, the highest score since late 2012.

A YouGov poll found that 19 percent of adults said they talked about the store in the two weeks before the IHOB campaign, Business Insider reported.